Fortify: The I-40/440 Rebuild Project The North Carolina Department of Transportation

Project Profile: An 11.5-mile stretch of a major highway in Raleigh is in dire need of repair after a construction problem decades ago. The three-year project to fix it was projected to cause severe traffic congestion that could interrupt the economy and the quality of life for motorists. Dilemma: How does the NCDOT repair the road to provide safety for motorists, yet maintain mobility and keep the economy intact? Solution: Get 30,000 motorists off the road during peak commuter times.

Project Problem: No public buy-in. The project’s initial name “Crawleigh” had negative connotations. The media warned the public about the project that would undoubtedly cause miles and miles of traffic jams. The state’s largest school district contemplated changing bell schedules that would alter bus routes. Families were in an uproar. State agencies were concerned business and events would move elsewhere.

Project Rebrand: A new administration in 2012 kicked off a new marketing strategy. “Crawleigh” was replaced by the name “Fortify: I-40/440 Rebuild Project.” State and city leaders delivered the new message this construction would usher in long-term economic growth. An interactive website, Facebook page and social media strategy underscored the message and increased awareness. The media and the public quickly engaged.

Project Outreach NCDOT is spending $12 million dollars in federal funds to increase project awareness and combat congestion: NCDOT partners with Triangle Transit to increase bus ridership, add express routes and introduce car and van pools. NCDOT is negotiating the return of the “Go-Pass” to allow state workers a free bus ride to and from work. NCDOT is working with universities and businesses to encourage employees to take alternate routes, allow alternate work schedules and increase online course loads. NCDOT is utilizing social media, direct mail, radio and billboards to get motorists out of the work zone.

Media to Support Project Website An interactive website was launched to help commuters get quick project and traffic information. Maps Transit Options Information on Alternate Work Schedules Page views have increased 10% in the last six months.

Media to Support Project: Facebook A new Fortify Facebook page has increased awareness of the project and the need for motorists to avoid the project zone. Interaction between NCDOT and Facebook visitors allows construction questions and concerns to be answered by experts in a timely manner. Fortify page “likes” have increased 16% in the last six months.

Media to Support Project: Twitter A Fortify Twitter Feed delivers instant construction messaging. The feed has experienced 12.6 percent growth in the last six months.

Results Traffic has already decreased by 13% in the work zone, thanks to NCDOT’s outreach measures. Phase II is scheduled to begin in January 2015 and outreach is ramping up to increase project awareness and mitigate congestion.